Google is testing a feature allowing users in India to purchase products from Walmart-owned Flipkart directly within its Gemini and AI Mode interfaces.
Key facts
- •The test allows users to complete purchases within the AI interface using a Flipkart-branded checkout flow.
- •Eligible products currently include smartphones, electronics, and mobile accessories.
- •Google plans to roll out the feature more broadly in late October before India's festive shopping season.
- •Google invested $350 million in Flipkart in 2024, securing a minority stake in the company.
- •The feature is not currently available for listings from other retailers like Amazon.
Google has initiated a test in India that enables shoppers to purchase products from Walmart-owned Flipkart directly through the Gemini and AI Mode interfaces. The feature introduces a "Buy" button on select product listings, allowing users to proceed to a Flipkart-branded checkout flow without leaving the AI environment. This development marks an expansion of Google's AI services from simple product discovery into direct transaction capabilities.
Scope of the Test
The current test is limited to a small selection of users and a restricted range of products, primarily focusing on smartphones, electronics, and mobile accessories. While some users can access the direct purchase option, others continue to see standard product listings without the integrated checkout button. Google plans to expand this experience more broadly later in October, coinciding with the lead-up to India's festive shopping season.
Technology and Partnerships
The test utilizes a Flipkart-branded checkout flow, distinguishing it from the previously announced Google-hosted checkout experience associated with the company's Universal Commerce Protocol (UCP). Google has not disclosed the specific technology powering this integration. The partnership builds on a broader collaboration between the two companies, which includes a financial relationship; Google invested approximately $350 million in Flipkart in 2024, acquiring a minority stake.
Competitive Landscape
Google is currently competing with rivals like OpenAI to integrate commerce capabilities directly into AI offerings. In the current test, the direct purchase option is exclusive to Flipkart listings, while products from competitors like Amazon appear in the same AI interfaces without the integrated "Buy" button. Flipkart and Amazon remain the primary competitors in India's e-commerce market, which serves over a billion internet subscribers.
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This article was independently rewritten by ManyPress editorial AI from reporting originally published by TechCrunch AI.
